Look, if homeopathic remedies make you feel better, take them. If the Paleo diet helps you eat fewer TV dinners, that’s great—even if the Paleo diet is probably premised more on The Flintstones than it is on any actual evidence about human evolutionary history. If non-organic crumbs bother you, avoid them. And there’s much to praise in Whole Foods’ commitment to sustainability and healthful foods.

Still: a significant portion of what Whole Foods sells is based on simple pseudoscience. And sometimes that can spill over into outright anti-science (think What Doctors Don’t Tell You, or Whole Foods’ overblown GMO campaign, which could merit its own article). If scientific accuracy in the public sphere is your jam, is there really that much of a difference between Creation Museum founder Ken Ham, who seems to have made a career marketing pseudoscience about the origins of the world, and John Mackey, a founder and CEO of Whole Foods Market, who seems to have made a career, in part, out of marketing pseudoscience about health?

Your bed is with you in the void. But not for long — it goes away from you. You don’t have any way to get it back, so you just let it go. But so now we have a body in the void with you. So does the bed move, or do you move? Or both? Well, you can see as well as I that it can go any way you like. Flip a coin. Who’s to say? It’s best to just say that you move away from the bed, and that the bed goes away from you. No one can say who’s held fast and who isn’t.

Now, if I took the bed back but gave you the sun — just you and the sun in the void, now — I’ll bet you’d say that the sun is so big, next to you, that odds are you move and not the sun. It’s easy to move a body like ours, and not so easy to kick a sun to and fro. But that isn’t the way to see it. Just like with the bed, no one can say who’s held fast.

A primary skill of magic is to learn how to hide information. In this case, magicians use the delay of time to take advantage of the way our brains work and misdirect you from the method to the effect. However, when we are designing interfaces this parenthesis of forgetfulness can work against us (often the things that magicians employ, designers have to avoid).